JKR

Swatch

The downturn resulted in less folk buying and less folk flying - airports are a prime watch buying environment. So we might forgive analysts who were (incorrectly) pessimistic about the fortunes of Swatch. They should have studied the brand’s design not the numbers. Because Swatch was born in tough times and is resurgent in them once again. Like feel-good movies in the great depression, bad times create a desire for a bit of fun and Swatches are visually cheerful. Their irreverence supported by the Swiss provenance they wear so lightly.

That the whole proposition is based on limitless editions with an eye on fashion has also helped the brand to stay fresh and relevant. And with all things eighties making a stylistic comeback, the brand is enjoying good times indeed - what goes around comes around.

A couple of thoughts: Swatch prove that a flexibility of design language can be as effective as single mindedness. They have used cool artists like Keith Haring, but also gone mainstream with James Bond editions and suchlike. This fluid approach has brought broad appeal by offering up something for everyone.

And the original ads, featuring models wearing several watches on one wrist, were a stroke of genius. This approach said 'fashionable, fun, disposable, collectable'. Not bad for a humble pack shot.

 We hear much of ‘emotional intelligence’ in management. It's also a useful attribute for brands. Swatch understand how we feel and their design offers an affordable little luxury to improve our collective mood.

?By Silas Amos, Creative Director, jkr